Consumers’ new predictions for 2030 have come to fruition. Expect you to live in a hybrid shopping mall on the road-a place where you can get AR glasses, tactile tights and tactile gloves at low cost. A place that can be programmed and adapted to an almost unlimited number of activities. Welcome to Everyspace Plaza.
This year's Ericsson 10 Hot Consumer Trends report outlines the 10 high-tech facilities consumers envision in hybrid malls by 2030. At Ericsson Research, our vision is that within the next ten years, these ideas will be integrated into the reality of the network, where each space will become the right place for the next generation of experience.
In this future, beauty salons may apply makeup according to your environment; swimming pools, where you can use oxygenated VR headsets to experience zero gravity; and build your own factory where you can choose a custom design for any product.
Anything here is here, in Everyspace Square.
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You can be both an actor and an audience, but will the immersive experience give you excitement or fear? Nearly eight in ten consumers imagine that in the event hall, telepresence technology allows artists to perform digitally, as if they were present in person.
For many people, not using knives and needles is an attractive beauty option. Seven out of 10 consumers are expected to use volumetric modeling technology to digitally enhance the appearance of beauty salons in the mall.
Fast fashion tailored for you and your avatar. More than seven in ten AR/VR users foresee that tailors in shopping malls will use waterproof or breathable fabrics.
Many people imagine exploring the impossible world. Two-thirds of consumers believe that there will be a swimming pool where you can experience zero-gravity outer space using oxygenated VR headsets.
For many people, physical vitality and mental health are inseparable. Seven out of ten consumers hope that mental fitness centers have multi-sensory, personalized AR/VR scenes to help improve their mental health.
On-demand maintenance and production are the future. More than half of consumers want sustainable shopping in factory outlets that recycle old products.
An undisturbed virtual company is preferable to many people. Half of consumers want to go to a restaurant and have a virtual meal with friends from other restaurants anywhere in the world.
Try first and buy later-at least virtual. Three-quarters of consumers want to be able to project their home into the store when trying out a new product.
We are used to everything instantaneously. Why wait for health? 77% of consumers expect medical centers in shopping malls to have embedded AI health scanning capabilities, which can provide near-instant health status updates.
For those trapped in the city, it is naturally what they lack. 73% of consumers want an AR/VR zoo in a shopping mall, where you can interact with any animal, even those that have become extinct.
Join Michael Björn and Sara Thorson to explore 10 high-tech facilities that consumers hope to have in a hybrid mall by 2030.
Imagine a futuristic place, close to where you live, the next generation of 6G connectivity makes the multiverse possible. We asked early adopters of AR, VR, and digital assistants from 14 major cities to evaluate 15 hybrid shopping mall facilities that use digital technology to extend the physical consumer experience. 79% of respondents believe that by 2030, all 15 tested concepts will appear in some form.
Shopping centers have long been the focus of high technology, many of which have cinemas, game halls, concert halls, bowling alleys, etc.-they are likely to continue to play this role. In fact, 35% of consumers surveyed believe that shopping malls are more likely to adopt next-generation technology than homes.
As major technology companies are now rapidly exploring new areas, the next generation is getting closer and closer to us. By the end of 2021, Facebook will become Meta and Horizon will be positioned as their future social platform, only a few months after Microsoft announced Mesh as the volume successor to Teams and its Office suite; and Niantic launched Lightship as the establishment of its line The platform of the Star AR Alliance-to name a few, at Ericsson Research, our vision is that by 2030, these types of initiatives will be integrated into a cyber reality, where each space becomes suitable for the next generation of experience. .
At the same time, the idea that we have reached the peak of mobility is spreading among early adopters. Four out of ten AR/VR users equate the increase in travel costs with a carbon tax, and equate the increase in fuel costs with the growing interest in AR/VR technology. On the contrary, the local environment will become more important, and nearly four in ten consumers agree that high-tech shopping malls will make their towns more attractive.
If you can enjoy all kinds of experiential consumption and shopping nearby, why go to other places? Anything here is here, in Everyspace Square.
Swedish pop band ABBA’s latest album Voyage 2022 virtual tour features avatar performances-hints at what might happen in the next decade. In the future, it may not be necessary to live in a major city to catch up with major artists’ tours. By 2030, nearly eight in ten respondents believe that event halls will be equipped with telepresence technology, enabling international artists or sports teams to perform digitally, as if they were present in person.
But it is believed that telepresence also covers the audience. In fact, 77% of people want these concert halls to be equipped with a globally connected surround sound system, so that participants everywhere can sing with amazing depth and volume. This kind of interactivity will be the key to bringing the performance into a new reality. 46% of respondents hope to frequent AR/VR event halls that can be transformed into any scene in 360 degrees, allowing them to actively participate in musicals, interactive movies and even virtual artworks.
As digital technology begins to make events truly interactive, the boundaries between movies, games, sports, exhibitions, and education will become blurred. The event experience that most respondents want to participate in is a mixture of all these elements. At least 55% of people want to visit a museum that uses advanced AR/VR technology to recreate historical events to make them feel like they are there. When reality expands with technology, every historical era can become active. Any point in time-whether it is the past, present or future-can be experienced here. In All-now Arena, you will be both an actor and an audience, a hunter and a prey, and a student and teacher.
Paradoxically, the sense of immersion is the key to opening up the event experience beyond the here and now-but the sense of immersion can also discourage consumers. Almost a quarter of those who did not want to visit the multi-sensory event hall said that this is because it may have a negative impact on them. Being able to digitally feel the sweltering heat, biting cold, damp moisture, drought in the desert, or the smell of intense action on the stage may be both a blessing and a curse, because the immersion that makes some people feel happy may be Overwhelm other people's senses.
According to Fortune Business Insights, the current global cosmetic surgery market is estimated to exceed US$50 billion. But throughout the pandemic, beautifying treatments have been digitized. As work from home and video conferencing have become more common, there has been a surge in global demand for improvements in "lock face". Although medical treatment is invasive, the AR/VR-based world provides consumers with a shortcut to a more "beautiful" self. This may be why 7 out of 10 consumers believe that beauty salons will be used by 2030 Three-dimensional models to improve the appearance of customers.
Those who are already residents of the immersive world are most interested in immersive beauty. In fact, this interest is higher than other services. Among AR/VR users, 41% want to go to a nail salon and embed a tracking device to let them use their hands as an AR/VR controller, compared to 23% of non-users. In addition, 41% of AR/VR users also hope that beauty salons use makeup to fool the face recognition technology in surveillance cameras-25% of non-users.
The immersive beauty that adapts to the surrounding environment and social occasions is also expected to be widely used in the future. Nearly seven in ten consumers believe that by 2030, makeup and beauty salons that adjust colors and patterns according to your surroundings and time of day will be available at any time. 71% of people think that hairdressers will use artificial intelligence to analyze the hairstyles of all passersby so that they can provide the most fashionable hairstyles.
As people's lives are further publicly displayed through social media, filters and Insta-glam makeup also appear. Recently, the negative effects of this selfie-centric lifestyle—especially on young people who use social media—have become the focus. Correspondingly, immersive beauty salons were rated as the most likely to have a negative impact among all the shopping mall facilities studied. Among those who do not want to use the service, four in ten said that cost is the main obstacle-which may create a gap between the digitally bald and the almost wealthy. One-third of people also list the loss of privacy and control as a negative impact, while at the same time causing too much impact on high-tech companies, which may be a response to the debate about how young people are affected.
Since ancient times, human beings have used clothing and accessories to mark identity, cultural belonging and individuality. This ancient human custom is still as strong as ever, but will fast shopping mall fashion be our way to cater to it in the 2030s? With the rapid increase in the use of video calls, augmented reality filters, online game clothing and avatars, to what extent will we bring the need for style self-expression to our mixed selves?
Our research found that cheap clothing will still be attractive in the future, but consumers will choose unique customized items to add charm to their personal style. More than three-quarters of people expect tailors in shopping malls to use robotic sewing machines and 3D printing to produce low-cost customized clothes, and half of them are looking forward to visiting tailors to make clothes for them in this way. In addition, as many people hope to use The artificial intelligence-controlled sewing robot adjusts, repairs and repairs their clothes at low cost while they are waiting.
However, new fashion technologies are also considered to surpass traditional clothing. For example, digital work meetings and social events will also drive our need to dress up our avatars in the same way as in basic reality. Three-quarters of consumers expect tailors to design digital fashions for personal avatars based on 3D scans of their bodies.
If fast fashion goes digital, it may also be sustainable. Early adopters believe that our clothes will become the fabric of the virtual world. 70% of AR/VR users want to see tailors use advanced electrostatic materials with full-body touch feedback for games and even romantic encounters. In contrast, 40% of people who currently neither use nor plan to use AR/VR. Those who are already regular users of AR/VR find it much easier to envision our extended reality future in this way. Similarly, 72% of AR/VR users expect tailors to use programmable materials to make clothes for waterproofing or providing ventilation, while only 43% of non-users believe that this will happen by 2030.
But users and non-users agree that AR/VR will help to try them out before new garments are produced. Among consumers surveyed, 76% of consumers expect tailors to provide AI-controlled AR/VR fitting rooms where they can try on clothes virtually in any environment before making a decision—this also extends to 68% of AR/VR are non-users.
Bezos, Musk, Branson-they all spent a lot of money burning rocket fuel to fly into space and experience weightlessness for a few minutes. But what if you could do the same thing for the price of a movie ticket without increasing your carbon dioxide emissions, or even stay in space for an entire hour?
Among consumers surveyed, 66% believe that by 2030, shopping malls will have swimming pools where you can use oxygen-containing VR headsets to make you feel like you are in zero-gravity outer space. Although you will be body swimming underwater, the world around you will be digitally enhanced to become full of stars, spanning great distances in a hybrid experience. By 2030, outer space may be just around the corner.
But you don't have to just float freely in the void. In addition to a VR headset with oxygen and a pair of magnetized boots, you can become a space explorer and visit any planet in the universe. In fact, you will walk on the bottom of the Anyverse Pool, which uses programmable materials to simulate different types of terrain. The adjustable magnetic field strength in the boots can even approximate the change of gravity. Does this sound too much? Less than 45% of respondents said they hope to experience Anyverse Pool in 2030.
In addition to floating in space, you can also explore the unknown depth of the deepest ocean. More than half of consumers want to use oxygenated VR headsets to dive into the magical underwater world full of real or imaginary creatures, and almost as many consumers want to experience the sinking of the Titanic as if they were there.
However, to some people, being immersed in a swimming pool and being immersed in virtual reality seems to be a kind of claustrophobia. Although immersive underwater technology has received high attention from many people, the fear of losing control of reality may be the cause of the sinking of the Titanic, and it is also regarded as the cause of the problem. In fact, it is rated as the highest risk of negative side effects among those who think it will provide such an experience by 2030 but don't want to try it themselves.
When you look in the mirror, are you mainly thinking about your health or trying to see yourself through the eyes of others' imagination?
The gym as we know it today was a by-product of industrialization in the early 19th century, when increasingly wealthy people gradually turned the body into an improvement project. In the information age, pedometers and wearable devices take the idea of body items one step further. But although health is a key driver, social pressure has always been part of the driving factor. As people live more and more in the digital and physical fields, the body has increasingly become a social structure.
However, just as in the early 19th century, affluence may still be the key to future health, because cost is considered the most unfavourable aspect. This is especially true for non-AR/VR users, with 46% worrying about the high cost, compared with 35% for AR/VR users.
Healthy social aspects are still the most important in Hybrid Gym-eight in ten consumers believe that treadmills and exercise bikes that use AR/VR to immerse people and others in an online environment will be available, and almost half of them Hope to use these facilities in the mall.
But if you need to impress others, only the best is good enough. As a result, as many as 45% of people want to participate in fitness classes by internationally renowned coaches who guide them remotely.
Under such pressure, it is no wonder that seven out of ten consumers will also have a mental fitness center that uses multi-sensory augmented reality/virtual reality and individual artificial intelligence customized scenes to help improve mental health. A little more people also believe that the gym will be equipped with fitness equipment that can take AI-enhanced photos that can be used to make them look more beautiful on social media. However, more than a quarter of people who do not want to use such machines say they are hesitant because it may have a negative impact on them, perhaps because they are worried that future health will be as important as social skills regarding affluence or health.
Will we see the end of mass consumption and the era of cheap disposable goods, and these goods hardly care about working conditions and the environment? Sustainability and the climate crisis have long plagued consumers. Although there are fewer options for people with limited budgets, the increasing cost efficiency of automated, on-demand 3D printing may eventually provide affordable and attractive solutions to resolve updates and repairs in a local and sustainable manner Demand.
Consumers agree that this may happen in the future. By 2030, 8 of nearly 10 factories are expected to allow visitors to choose custom-designed factories for any product (such as furniture, kitchen supplies, or toys). It was produced, just as many people still believe that AR/VR will let them experience their design first.
The desire for sustainable solutions combined with the purchase of new and exciting items is obvious. The most highly rated Print-a-Wish Multifactory service is the ability to recycle old products while purchasing new products. Not only 54% of consumers want to use this service, eight in ten consumers believe that it will appear in mixed shopping malls by 2030.
Half of the respondents want to use a repair shop to analyze damaged parts (from furniture to household appliances) and produce replacement parts on demand. Interestingly, local automatic repair is more attractive to those who are not AR/VR users. Compared with 48% of AR/VR users, only half want to have on-demand maintenance and production facilities in shopping malls. Maybe AR/VR users believe they have virtualized most of their consumption by then, or they are skeptical about how to use maintenance data. Almost a quarter of people believe that asking companies to analyze their home appliances to diagnose repairs might have a negative impact on them. In addition, 27% of people worry that products made with digital twins that can be operated remotely may be harmful.
In general, consumers believe that the factory of the future is a comprehensive concept, and it may also be circular!
In an eye-catching scene in the classic science fiction series "The Hitchhiker's Guide to the Galaxy", the last few minutes of the universe are played every night, allowing those marveling guests who travel through the continuum of time and space to enjoy the literal meaning of the Last Supper. Our reality is not so dazzling. The dining table has become a battleground where parents and children compete for social, face-to-face, and no equipment. But what if the digital world provides the opportunity to socialize without compromise and distraction?
Nearly three-quarters of consumers believe that by 2030, there will be chain restaurants, virtually connecting you with friends in other restaurants, making you feel like eating together. Consumers really want to do this without interference. Three-quarters of people also believe that restaurants will let us eliminate disturbing noise, and only more than half believe that they enjoy food in this way.
Although half of the respondents want to go to a restaurant to have a virtual meal with friends, nearly a quarter of the respondents said that the same function may have a negative impact, but they do not want to eat such a meal. A quarter of people also believe that they may be negatively affected by restaurants with AI avatars that allow them to dine with the company, even if they are alone—perhaps because they are worried that digital partners will replace humans. Real social relationships. In addition, 28% of respondents also mentioned that providing 3D printed food in such restaurants is negative, extending the decline of restaurant digitalization beyond the social level.
However, the opportunity for customization is a big draw for many people. Half of consumers want to use artificial intelligence to analyze their tastes and health conditions, and then provide personalized meals in restaurants. In addition, seven out of ten people believe that future restaurants will be able to place them and their friends in any setting for a fully immersive experience, including smells and sounds. This means that dining at the end of the universe will become one of many possibilities. If you can dine anywhere-while maintaining a completely immersive connection with anyone, anywhere, that restaurant can become the center of quality time and social connections across (rather than at the end of space and time) Node.
Since online shopping took off, street and mall retail has been struggling. But with the global pandemic blockade, online retail has accelerated to become an unstoppable force. For example, in China, 2021 is the year when online retail is expected to exceed in-store sales for the first time.
Infinite scrolling and clicking may not provide the happiness and inspiration you once felt when walking in the mall, but it will not provide it in stores with limited choices, because consumers are accustomed to personalized excitement and near-instant home delivery satisfaction . However, retailers who digitally expand physical stores into a hybrid experience of physical stores and portals may do better.
Three-quarters of respondents believe that by 2030, retailers will use AR/VR to provide an unlimited range of products for customers to try in stores, almost as if they are real. Many people hope to help you buy the right product through personalized inspiration, such as being able to project a digital copy of their home to the workshop and try new products in person as at home. It is expected that stores can not only sell products, but also do more. Nearly eight in ten consumers believe that retailers in hybrid shopping malls will provide AR/VR courses on how to best use the products you buy.
Almost half of people also hope to use these different services by 2030, which shows that consumers believe that the adoption of in-store technology combined with demand-based retail strategies will lead to a strong rebound in physical stores and pave the way for physical stores and portals. Online retail An experience that the business still can’t get.
However, not everyone is excited about Neverending Stores. Concerns about excessive consumption and too many choices resonated with the interviewees. Among those who do not want a store connected to their home to provide customized recommendations for products that match their existing products, 25% believe that this will have a negative impact on them. In addition, one-fifth of people want to avoid stores that use AR/VR to provide an unlimited range of goods, which can be tried almost as real, and they are worried about the negative impact of this shopping opportunity.
"Oh-you are a doctor? I have problems with X, Y, and Z-what do you suggest?" This is a question that many doctors are afraid of at dinner parties. However, in this case, many of us will take this opportunity to ask questions. Our news source is filled with a steady stream of posts to guide our health. The advice given is often contradictory, and we have to ask ourselves who we should believe and who should we reject. We are more concerned about our health than ever before, so we want to eliminate diseases completely.
Perhaps by then, 77% of consumers expect that by 2030, local medical centers in shopping malls will be equipped with embedded AI health scanning devices, which will provide them with accurate health updates within a few minutes. At least many people expect such centers to have fully connected equipment that can calculate unique personalized drug doses. In addition, eight in ten people want Multiplex Medical Center to get more information about patients and their habits. It will connect pedometers, smart phones, TVs, and even cookers and sports equipment to improve health monitoring by tracking the health of patients throughout the day. Half of the interviewees also stated that they would like to use such a medical center.
If medical services can really be improved to a fast and easy level, maybe you can go to that medical center every day in the future? Half of consumers said they hope to use local artificial intelligence doctors to check viruses, bacteria, blood oxygen levels and antibodies every day. However, if you are not sure whether you can be trusted, then enjoying world-class treatments near your home may not always be what you dream of. Given that this report focuses on extending reality through immersive services, it is not surprising that AR/VR users who already have some experience are usually more interested. But when it comes to the medical complex center, the picture is not so clear. 58% of non-AR/VR users want to use the above-mentioned embedded AI health scanning service, while only 51% of AR/VR users want to use the above-mentioned AI health scanning service. Maybe they also have a better understanding of what will happen if the data falls into the wrong hands?
Imagine that by 2030, social mobility has reached its peak, and the need to reduce carbon dioxide emissions means adopting a lifestyle that focuses more on activities closer to where you live. What do you miss most?
If you are a city person, the answer is probably nature. However, the rising threat of extreme weather means not only a positive connection with nature, but also a connection with danger. Therefore, nature needs to be tamed, controlled by technology, and packaged in fragmented ways like Japanese bonsai trees. Therefore, the idea of nature + parks is the highest evaluation concept used by consumers. 42% of people hope to visit the local shopping center by 2030.
An AR/VR zoo, where you can interact with magical animals in their habitat, even if they are extinct, is the highest function of Nature+ Park. 73% of respondents believe it will be available in 2030, and as many as 55% of respondents want to visit it. An obvious advantage is that the danger of encountering these animals is only imagined. Visitors can seamlessly switch between AR/VR scenes to track these animals, experience another type of adventure, or just take a romantic stroll. Seven out of ten people believe that by 2030, all of these will be provided.
Since your local shopping mall is likely to have only one park space, diversity will be an important attraction. 62% of people believe that these parks will be constructed of programmable materials and reconfigure the layout every night so that each visit is different.
The social aspect provided by the park is not only important in the romantic aspect. Two-thirds of consumers want their own hybrid park experience to be connected to other parks so that they can use telepresence technology to walk with friends while feeling physically together.
However, due to the need to control nature, many people also feel the need to limit immersion. Therefore, the AR/VR zoo experience is not only the highest rated, but also considered the most vulnerable to negative effects. Although six out of ten people think there will be multi-sensory tights so that visitors can feel the heat, cold, rain and wind in the park, this is also rated as the second most problematic experience.
Finally, nature must not only be convenient, but also prolific. Half of the respondents want to visit a park that uses automated urban agriculture so that they can pick agricultural products at a reasonable cost and take them home as food.
This report is based on an online survey of 7,115 15-69-year-old residents in 14 major cities who are currently regular users of AR, VR or virtual assistants, or plan to use these technologies in the future.
Discover more about the hybrid future, where reality is networked.
This Ericsson Consumer Lab report explores future predictions for consumers, focusing on AR/VR facilities, which will be realized through connected smart machines that will communicate over the Internet in 2030.
Ericsson Consumer Lab explores the future from the perspective of early adopters and users, and released the ninth edition of the Top 10 Consumer Trends Report. Consumers expect that by 2030, a series of beneficial services provided by interconnected technologies that interact with our senses of sight, hearing, taste, smell and touch will become a reality.
In this IndustryLab report, we shared the insights of more than 5,000 decision-makers and employees from 11 markets, and delved into the role that dematerialization and technological innovation will play in the next ten years, and what the future workplace might be What it looks like.
We regularly share unique findings about market and consumer trends.
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